Silk at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Silk is a leading American brand specializing in plant-based dairy alternatives.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter.
Lead with Plant Based Soy Milk, Original, 64 fl oz in Soy Milk.
Fairfax Market stocks soy milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Fairfax Market carries coffee creamers in real depth, 29 SKUs against a fleet median of 13, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is soy milk: Fairfax Market stocks only 5 there, so Silk Plant Based Soy Milk, Original, 64 fl oz stands out rather than blending in. Lead with the soy milk, and position the coffee creamers as a finishing or gift item.
Fairfax Market merchandises 7 of the 8 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin soy milk shelf as a point of difference.
The full runway
Every category Silk plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 4 of 9 SKUs. Room to widen the line.
On shelf here, but only 3 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in soy milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Silk (orange) sits in line with the shelf.
What to bring to expand
Silk’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
